Record Details

The Moderator Role of Brand Awareness and Brand Loyalty on Consumers’ Online Impulse Buying Behavior

International Journal of Research in Business and Social Science

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Field Value
 
Title The Moderator Role of Brand Awareness and Brand Loyalty on Consumers’ Online Impulse Buying Behavior
 
Creator Kaytaz Yigit, Melis
Tıgli, Mehmet
 
Description In recent years, with consumers’ widespread preference for shopping in Private Shopping Clubs (PSCs) on the internet, there has been a remarkable increase in impulse purchases with the attractive opportunities and smart strategies of PSCs stimulating consumers’ impulse buying behavior. Within the PSC framework, the purpose of this article is to investigate the moderator effect of brand awareness and brand loyalty on the relationship between online impulse buying behavior and perceived low price, browsing behavior and time pressure. The study created and tested five hypotheses using data collected in Turkey. Results indicate that browsing behavior, time pressure and perceived low price do influence online impulse buying behavior. A hierarchical regression analysis was also used to analyze the moderating role of brand awareness and brand loyalty on impulse buying behavior and both variables were found to have a moderating role. The results provide substantial information on strategy development for internet retailers.
 
Publisher SSBFNET
 
Date 2018-02-15
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Articles
 
Format application/pdf
 
Identifier http://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/51
10.20525/ijrbs.v7i1.834
 
Source International Journal of Research in Business and Social Science (2147- 4478); Vol 7 No 1 (2018): January; 35-48
2147-4478
10.20525/ijrbs.v7i1
 
Language eng
 
Relation http://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/51/53